Dive Brief:

• Peroni Nastro Azzurro 0.0%, a beer brand from Asahi Europe & International, launched a new campaign March 12 as part of its multiyear partnership with Formula One racing team Scuderia Ferrari HP, per details shared with Marketing Dive. Molson Coors owns distribution rights for the brand in the U.S.
• “The Italian Way” celebrates the shared heritage of both brands, putting an emphasis on style. A campaign spot features Scuderia Ferrari HP drivers Lewis Hamilton and Charles Leclerc.
• The yearlong campaign comes as Asahi Europe & International plans to have alcohol-free products encompass 20% of its portfolio by 2030 to keep up with shifting consumer tastes. Sales of nonalcoholic beers, wines and spirits grew 26% in the U.S. over the past year to $800 million.

Dive Insight:

The campaign, which comes during the second year of Peroni Nastro Azzurro 0.0% and Scuderia Ferrari HP’s partnership, takes advantage of both the increased demand for nonalcoholic beer and the mounting popularity of Formula 1 in the U.S. “The Italian Way” makes Hamilton’s first year with Ferrari a central theme as the nonalcoholic beer is used to welcome him to Italy, giving the beer  the opportunity to place one of the biggest names in racing front-and-center to generate hype and appeal.

The campaign kicks off with a spot, “The Welcome Present,” directed by Martin Werner. During the video, Hamilton is looking out over the Italian countryside with teammate Leclerc. As the two chat, 44 cases of Peroni Nastro Azzurro 0.0% are dropped off at the front door as a welcome gift to Hamilton. The 44 cases serve as a nod to Hamilton’s driver number.

Outside of the spot, Peroni Nastro Azzurro 0.0% branding will be displayed across Ferrari Challenge Trofeo Pirelli events. The beer is also encouraging consumers to write fan mail to Hamilton and Leclerc, with 60 fans being chosen to receive a special package full of Ferrari merchandise and Peroni 0.0% product (60 being the sum of Hamilton’s and Leclerc’s racing numbers). City takeovers to expand Formula One enjoyment beyond the grid are planned throughout the season in London, Toronto and Milan.

Last year, Peroni kicked off its Formula 1 marketing with a partnership with DraftKings and a tie-up with shoemaker M.Gemi that included two styles of Peroni-inspired shoes based on suede driver loafers. 

Heineken is another brand investing heavily in its nonalcoholic offerings. However, Heineken has taken a more direct approach with its marketing by putting a focus on the lack of alcohol in the product.